5 Things to Consider in Logo Design

We've talked a lot about your brand (as seen
here, here, and here), but we haven't really
broken down into the specifics of some of the entities that are
included in that image. Let's explore one of the more momentous
aspects of a brand, your logo, and how it can help create a
stronger complete impression.

Five Things to Consider in Logo Design

Whether you're designing the logo yourself, or having a
designer/team help you through the process, there are several-we've
broken it down into five-things to keep in mind that will help you.
Let's get right to it!

1. Know Yourself

The first thing we need to do is gather all the information we
can; knowing yourself inside and out to every detail is important!
Who are you trying to reach? Why are you doing the things you do?
Your logo is meant to speak volumes about you and you
alone.

2. Reflect Your Values

Getting to know your brand values and specifics will define the
outcome; just because something looks nice doesn't mean it
will be applicable. To learn more about defining your
values, read our article on "Crafting Emotional
Brand Identities."

3. Be Distinct

As previously stated, your logo is meant to manifest everything
about you in one image. It needs contain a story, an emotion, and
clearly communicate your business. This cannot be achieved by
selecting a random piece of artwork. Your logo should be as
unique as your business.

4. It's Elemental

A designer will live and breathe the following items, but as a
business owner it is good to have some basic knowledge of graphic
design elements for your logo. Visually, a strong logo will use a
legible typeface (if necessary), use minimal colour, work well in
black and white and reversed, and will contain some sort of visual
connection. It should be beautiful, but more importantly,
your logo should be communicative.

5. Reduce, Dimplify, Repeat…

When you are happy with your logo, reduce and simplify. Go one
step further to strip out any extraneous items. Reduce your
components and simplify the feeling. Your logo should be
visually skeletal, yet communicatively plentiful.

Remember that your logo is only a part of your entire brand
identity. Your type, colour, and layout selections are equally
important in brand distinction. However, your logo should be a
concise summary of all of this, including your story, all wrapped
up in a nice pretty package.